Zhi Tong Cai Jing·2026-02-12 10:33Core Insights - The article discusses Meituan's upgrade of its New Year's Eve dinner reservation service, introducing a deposit system to secure reservations and utilizing VR technology for room selection, transforming the traditional reservation process into a more reliable transaction model [1][2]. Group 1: Service Upgrade - Meituan has implemented a deposit system for New Year's Eve dinner reservations, allowing consumers to lock in their dining spots by paying a deposit, which will be refunded double if the merchant fails to honor the reservation [1][2]. - The service includes a flexible cancellation policy where merchants can set a "no penalty cancellation period," allowing consumers to receive a full refund if they cancel within that timeframe [1][2]. Group 2: Technological Integration - The introduction of VR technology enables consumers to virtually tour dining rooms, addressing concerns about discrepancies between online representations and actual conditions, thus enhancing consumer confidence in their reservations [2]. - The VR feature allows consumers to view room decor, lighting, and table spacing in a 360-degree immersive experience before making a reservation, which has been adopted by key merchants across multiple cities [2]. Group 3: Market Trends - As of now, over 100,000 restaurants in China are available for online New Year's Eve dinner reservations through Meituan, with ample availability for dining spaces on New Year's Eve [4]. - The order volume for New Year's Eve dinner reservations on Meituan and Dazhongdianping is projected to increase by over three times by 2026, reflecting changing consumer behaviors such as early bookings and diverse dining scenarios [4]. - More than 24% of merchants are offering "Spring Festival dishes" for home delivery or pickup, indicating a shift towards more varied dining experiences as family structures become smaller and celebration methods diversify [4].